Marketing Ideas That Really Work for A/E Firms

01/07/2005


Marketing managers in A/E consulting firms often think that cutting-edge marketing ideas are too risky. “What they're looking for are tried-and-true marketing ideas that yield results and more project sales,” says Mark Zweig, vice chairman of Natick, Mass.-based ZweigWhite, a management consulting firm that serves the A/E/C community.

Zweig offers some marketing tips that can be implemented immediately and that he’s confident will work:

  • Fill in the blanks in all of your target markets. Identify every organization and every potential buyer or influencer of the buying decision in those organizations and get them into the marketing database.

 

  • Distribute an electronic press release every week. Collect e-mail addresses of all the editors of every publication the firm would like to appear in. Send these editors a weekly press release quoting the president or another firm principal about trends he or she sees with the clients that the firm serves.

 

  • Send bimonthly personal letters. All firm principals can take time to send a letter sharing insights gained on recent work, informing clients of new funding sources, and providing clients with new ideas on what's working with other clients or what similar organizations are doing.

 

  • Develop a trade show participation schedule. Be seen at the events that are critical to the firm's positioning in every market the firm serves. Line up every event the firm should participate in and determine who will go to them.

For more information on marketing for A/Es, go to www.zweigwhite.com .





No comments
Consulting-Specifying Engineer's Product of the Year (POY) contest is the premier award for new products in the HVAC, fire, electrical, and...
Consulting-Specifying Engineer magazine is dedicated to encouraging and recognizing the most talented young individuals...
The MEP Giants program lists the top mechanical, electrical, plumbing, and fire protection engineering firms in the United States.
Combined heat and power; Assessing replacement of electrical systems; Energy codes and lighting; Salary Survey; Fan efficiency
Commissioning lighting control systems; 2016 Commissioning Giants; Design high-efficiency hot water systems for hospitals; Evaluating condensation and condensate
Solving HVAC challenges; Thermal comfort criteria; Liquid-immersion cooling; Specifying VRF systems; 2016 Product of the Year winners
Driving motor efficiency; Preventing Arc Flash in mission critical facilities; Integrating alternative power and existing electrical systems
Putting COPS into context; Designing medium-voltage electrical systems; Planning and designing resilient, efficient data centers; The nine steps of designing generator fuel systems
Designing generator systems; Using online commissioning tools; Selective coordination best practices
As brand protection manager for Eaton’s Electrical Sector, Tom Grace oversees counterfeit awareness...
Amara Rozgus is chief editor and content manager of Consulting-Specifier Engineer magazine.
IEEE power industry experts bring their combined experience in the electrical power industry...
Michael Heinsdorf, P.E., LEED AP, CDT is an Engineering Specification Writer at ARCOM MasterSpec.
click me